Today's blog post is going to be fun because I'm really happy to show you another side to a well-worn cliché; "People buy on emotion and justify with logic"

You have probably heard this saying countless times over and over again. And I have too.

But it has literally lost its meaning . . .

It has become something that people know but very few people understand (or even understand how to use.)

So a while ago I stumbled upon a very interesting piece of information . . . and it comes from the Neuroscientist Antonio Damasio . . .

He basically discovered, in an experiment where he had people who had parts of their brains responsible for generating emotions damaged, that they were the epitome of rationality. . .

But couldn't make even the simplest decisions . . .

It amazed me because for the first time the cliché "People buy based on emotions really, really clicked"

You see, these people could articulate very clearly what was right for them to have and why they should have it . . .

But they were in no way interested in having it.

What this means is our reasoning faculty, which we highly value, is the last to know about our mental decisions.

Basically we don't "talk ourselves" into accepting . . . We "talk ourselves" from a place of acceptance.

In our minds eye, thanks to fully functional emotions, we have already lived the experience that's being sold us.

Its really interesting if you think about it!

SO WHAT DOES THIS MEAN FOR YOUR COPYWRITING?

  • Focus all your fire power on placing your customer at the end of his journey as quickly (and as easily) as possible even if it's only in his mind.
  • Understand that time is really an illusion . . . Buying decisions are made once accepted by the emotional mind and are very difficult for the buyer to reverse.
  • Use deadlines to put pressure on the analytical mind . . . that way it comes up with a reason to buy even faster.

Final Thoughts . . .

I was truly fascinated by what Antonio Damasio discovered . . . because for the first time everything about the relationship between the emotional and rational mind clicked for me.

And I truly hope that after reading this you're as fascinated as I am.

CONCLUSION.

That's all I have today.

Please feel free to peruse my website for more copywriting tips.

And if you are interested in working with me please feel free to shoot an email over to uchennabede18@gmail.com.

See you in the next one.

Much love.

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